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Category

Award

ASIAN DIVERSITY - BEYOND THE GREAT WALL

Short List
ClientDENTSU
Product2008 DENTSU CANNES SEMINAR
EntrantDENTSU Tokyo, JAPAN
Type of EntryCorporate or Brand Identity
CategoryPosters
TitleASIAN DIVERSITY - BEYOND THE GREAT WALL
Product/Service2008 DENTSU CANNES SEMINAR
Entrant Company:DENTSU Tokyo, JAPAN
Design/Advertising Agency:DENTSU Tokyo, JAPAN
Credits
Name Company Position
Akira Kagami/Koichiro Toda Dentsu Creative Director
Jun Katogi Dentsu Copywriter
Koichiro Toda Dentsu Art Director
J.C. Spark Inc. Production Company
Ryo Watanabe/Shuntaro Iwami/Minako Fujimoto Designer
Shigeki Yuriko Yamane Illustrator
Takeshi Miyakawa Dentsu Account Executive

Brief Explanation

The three masks refer to three Asian speakers of the seminar. The motifs on the masks refer to both modern and traditional side of China.In terms of poster production, the aim was to create visual power with the most efficient use of the budget.

Describe the brief from the client:

MAKE WEST COME MEET EAST To create a poster to announce and attract as many Cannes delegates (majority of whom are European), to an agency seminar about China, titled "Asian Diversity- Beyond the Great Wall".

Description of how you arrived at the final design:

IMPRESS AND COMPRESS(THE COST) -Gold-emboss-printing technique was amply used. -A design with detail and essence of Asian artisan was appreciated by the western audience. -Large-surface gold emboss printing was an innovative technique that created novelty. (Gold emboss is usually small or used as accents.) Each poster has thirteen gold stamps. -Direct Mail, Invitations and Brochures were spun-off from the poster, saving the cost drastically. The text information was printed on the back of the poster, then cut to puzzle size sheets. Colorful masks, when cut, became abstract designs.

Indication of how successful the outcome was in the market:

AUDIENCE: 125% increase from previous year. VISIBILITY: Poster enthusiasts were taking them off the wall. Many inquired. The high-quality finish of gold emboss printing and design, must have made the posters worth collecting. EFFICIENCY: Budget was same as previous year, thanks to the idea to spin-off DM’s from the pre-printed poster. Idea offset the luxurious cost of gold emboss printing.